Solutions Marketing Group

Providing clients with innovative strategies that position them to understand, penetrate and retain the disability market.

Making Disability Inclusion a Marketing Priority

The word Marketing highlighted with red marker in a handwritten chartA rule of business is to create products, experiences and/or services needed by customers so they buy it, share it, and buy it again.  If customers aren’t buying what you’re selling, your business is a hobby.  For instance, coffee by itself is just a caffeinated, warm beverage, but Starbucks has created an experience for its customers. Howard Schultz, company President and CEO, defined the atmosphere that Starbucks attempts to create when he said “We’re in the business of human connection and humanity, creating communities in a third place between home and work.”

Starbucks has done extensive research to understand demographics, customer behavior and key drivers that guide purchase decisions for customers, which includes college students, suburban moms, and road warriors.  The data informs the strategy, which gives companies like Starbucks a real understanding of customers and what motivates them to buy, time and time again.

I’ve met business leaders whose organizations target various markets. When the discussion shifts to explore what they know about the disability market, these diversity and multicultural market champions name the organizational barriers that impede progress, which are primarily fiscal constraints and needing more information to build the business case.  I ask my colleagues “Can you imagine if your company didn’t target the LGBTQ or African-American markets?” Typically, the answer is no.  I share that with the same focus, discipline and intention used to build relationships with other markets, the same focus and drive has to be applied to the disability market.

When I engage clients to understand, penetrate and retain the disability market we start with foundational questions. As we’re on the cusp of a new year, you may find them helpful to guide internal discussions to position your organization to become disability inclusive.  I suggest inviting 3 to 5 internal stakeholders to answer these questions with you. This is just a preliminary list to begin with so feel free to add to it:

  1. What has your organization done to market to, serve or employ people with disabilities?
  2. What does your organization know about the disability market – as consumers and potential employees?
  3. What does the company need to know that it doesn’t know?
  4. Who are the senior leaders that can advance disability inclusion?
  5. What additional data is needed?
  6. What are the first steps that can be taken, not requiring resources, to understand people with disabilities?
  7. Does the company have an Employee Resource Group? If so, how can this group be tapped to provide input for the organization’s disability inclusion strategy?

People with disabilities want to buy products and services, and work for organizations that know them.  Let’s make 2017 the year your organization takes first steps to move beyond compliance to new customers and employees.

SMG Celebrates International Day of Persons with Disabilities

Today, the SMG team joins the United Nations in celebrating International Day of Persons with Disabilities.  It’s a day we recognize the advances, rights, and progress of people with disabilities throughout the world. While significant strides have been made globally, more work remains to be done.

This year’s theme is Achieving 17 goals for the future we want. Download the poster to explore the focus areas and how you can get involved.

IDPD 2016 Infographic

Download a PDF of the 2016 IDPD Infographic

Ford: Innovation from the Inside Out

Ford logoFor over a century, the Ford Motor Company has distinguished itself as an innovator in automotive technology and design. With 67 plants worldwide, this industry giant commands a workforce of over 200,000 that will now expand to include persons on the autism spectrum as part of its groundbreaking program FordInclusiveWorks. While similar employment models are increasingly common throughout the business world, what distinguishes the Ford initiative is that positions will be offered at various levels throughout the company rather than in assembly lines alone. According to Monique Brentley, Ford spokesperson and Ford’s May 25, 2016 press release, “Ford understands that individuals with autism bring a unique set of strengths to our employment talent pool. Utilizing a diverse and inclusive workforce, one that represents our customers, makes us a better, stronger company. Ford believes that gaining experience with working with individuals with autism contributes to business objectives and enhances diversity at Ford and adheres to our desire to construct a ‘better world’ through collaboration with and support of those in the community around us.”

Autism of Alliance of MichiganCrucial to achieving those goals has been the partnership Ford built with Autism Alliance of Michigan (AAoM), a well-established organization offering case management and supports for adults with autism. AAoM CEO and President Colleen Allen points out that in constructing the program, from the very beginning, Ford was open to bringing people with autism to all levels of its company. Allen and her staff, all equipped with degrees in autism related fields, worked with Ford to develop the program and were responsible for the selection of the five individuals who currently participate in the FordInclusiveWorks pilot.

Having officially launched on June 1, 2016 in the Ford product division, the program is still very much in its infancy. Nonetheless, Allen is already excited by what she sees. She anticipates that this success will spark a revolution in hiring people with disabilities, particularly those on the autism spectrum, not only in the automotive industry as with Ford, but in many other industries, as well.

Program Inception

FordInclusiveWorks developed organically when interest from both Ford and AAoM intersected through the personal motivation of its employees. Kirstin Queen, Diversity and Inclusion Manager, Ford Motor Company, has a brother on the autism spectrum. Allen recounts, “Kirstin’s father heard of one of our programs on employment issues and brought the ideas to Kirstin, who then proposed developing such a program at Ford.”

Raj Nair, Ford’s Executive Vice President of Product Development and Chief Technical Officer, enthusiastically volunteered to serve as the program’s executive sponsor. Having been touched by autism through friends and family, Nair, like Queen envisioned Ford as a forerunner in such collaborations: In the May 25 release, he states, “We (at Ford) are committed to making people’s lives better, and this pilot program has the potential to not only make the participants’ lives better, but also help Ford be an even more diverse and inclusive workforce. Autism affects many people in our communities, and I’m proud we’re taking on this important initiative.”

Program Development

Ford data further explains that as FordInclusiveWorks took shape, AAoM and Ford partnered to review work at Ford that was both essential to meeting business needs, and was complementary to the typical skills and abilities of individuals with autism. Next, AAoM spent time observing employees performing the work, gathering integral information regarding work requirements, conditions, and surrounding support and structure that would contribute to success. AAoM worked with Ford supervisors to structure job duties, in addition to reaching out to local colleges, universities, and agencies to identify individuals with autism and the skills and/or experience to perform this work at Ford.

The next phase of development focused on equipping Ford personnel. Prior to the start of the pilot AAoM provided autism awareness and effectiveness training for Ford Human Resources and employees who will direct and work adjacent to pilot participants. To ensure effective communication, natural supports are put in place within the Ford team, creating a greater likelihood of successful retention and high performance of pilot participants. One such support, the “On-the-Job Work Experience” portion of the program is coordinated by AAoM and provides job consulting to both pilot participants and to the Ford employees who work alongside them. AAoM also provides training for Ford employees involved in the program to increase their understanding of autism and a position everyone to better relate to their new colleagues.

According to Ford’s May 25 press release, although specific skill sets vary for each job, all of the pilot program positions are located within the product development department. For example, in the vehicle evaluation and verification test lab, a FordInclusiveWorks participant will log and prep tires for test vehicles used by engineers for product assessment. The work is highly structured, according requiring a great deal of focus, and calls for a high level of attention to detail and organization. Skills required to complete this task (and other tasks) safely and with a high level of quality lend themselves to strengths typically associated with individuals with autism.

In that same May release, another Ford executive also spoke about the value of the program. “Individuals with autism bring a unique set of talents to our business,” said Felicia Fields, Ford group vice-president, human resources and corporate services. “We recognize that having a diverse and inclusive workforce allows us to leverage a wider range of innovative ideas to make our customer’s lives better.”

Monitoring the Progress and Determining the Success of the Pilot

For Allen and her staff, developing and launching the program are just the beginning. This collaboration with Ford includes ongoing assessment of the program so that each participant finds the best possible fit, ideally performing at the highest level, given the nature of the job assignment. Allen notes that “often the issues are resolved by simply letting the person know what is expected beyond the job description. Sometimes it is as simple as explaining the culture of the workplace, what it means to take a break, how they will get to work, where to go for lunch and more on that level. We are watching the entire project closely so that we can create  best practices guidelines. We hope this program can be eventually broadened and replicated in other operations.”

At this phase of FordInclusiveWorks, AAoM candidates participate for 30-90 days of on-the-job work experience. During this pilot time period, Ford will assess the individuals for quality of work and fit within Ford culture. If quality and production standards are met, and a fit with Ford is positive, the individual will be invited to apply for the position as a Ford employee through Ford’s recruiting process.

“Individuals with autism bring a unique set of talents to our business,” says Felicia Fields, Ford group vice president, human resources and corporate services. “We recognize that having a diverse and inclusive workforce allows us to leverage a wider range of innovative ideas to make our customers’ lives better.”

In terms of employee support, Ford has several employee resource groups (ERGs) at Ford including Ford Employees Dealing with disAbilities (FEDA). This ERG was organized in 2002 and helps ensure the company’s ongoing commitment to all of our employees with disabilities. FEDA provides a first-stop resource for information and networking tools for employees dealing with disabilities of their own or of others.”

The Road Ahead

Colleen Allen anticipates that other initiatives will quickly follow this pioneering program in the automotive industry and beyond: “Ever since the article on this project appeared in Disability Scoop, we have been contacted by one company after another–more than thirty by this writing. They want to see if they can also start a similar program. We hope to develop guidelines for such programs so that they can be replicated in other parts of Ford and in other industries. Employment of people on the autism spectrum is the future. Ford is making that future a part of our present reality and helping assure its continuity and success.”

About SMG | VIDEO

by Carmen Jones

Earlier this summer, Solutions Marketing Group (SMG) unveiled a new look for its branding and website. And with the new look comes new videos! I am excited to share with you a brand new About SMG video, in which I share why I established SMG and why disability inclusion presents a business opportunity for every organization.

There are 56 million people with disabilities with disposable income of $544 billion in the US. This is the country’s largest, most overlooked market, and there’s vast opportunity to reach them as consumers and employees. The companies that have gotten to them first have built lifelong relationships with consumers yielding increased sales, loyal employees, and have built affinity with the general market.

In spite of the opportunity, there are very few organizations that understand how to reach the disability market as customers, guests and employees. What eludes them is that they don’t understand how to effectively understand, penetrate and retain the market.

While they understand the market exists, they don’t know:

  • All disabilities are not the same;
  • Not all people with disabilities identify as being a part of the larger market;
  • How to find them;
  • What drives them to make purchase decisions;
  • The impact of reaching influencers;
  • How to communicate with them; and
  • That they’re leaving money on the table by not building a relationship with the market.

My team and I remove the barriers and bottlenecks that keep organizations from reaching people with disabilities as customers and employees. We help clients understand what drives the market to take action, by creating strategies and services to support it. We help them build a bridge to the disability market and provide them with insights and tools to build a relationship with consumers and prospective employees with disabilities in a real and authentic way. Get in touch if you would like to learn more!

Free to Shop: TARGET’S Adoption of Caroline’s Carts Heralds a New Era in Inclusion

By Joan Leotta

A Caroline Cart from TargetBefore Caroline’s Carts, a trip to the grocery store or a quick dash to pick up household or clothing items could be a logistical nightmare for families with a special needs child or an adult family member who cannot be left alone. By making it possible for these families to enjoy one more bit of normalcy in their lives, Drew Ann Long, inventor of  Caroline’s Cart and the mother of a child with Rett Syndrome, has now changed the dynamic of that everyday experience.

Since its introduction to grocery stores in 2012, Caroline’s Cart has become a nationwide phenomenon. Target Corporation is the first national retailer store to offer this convenience to its customers, thus extending the “normal” shopping experience beyond groceries to electronics, home goods, housewares, hardware, clothing, and other categories. Each and every Target store makes at least one Caroline’s Cart available to much positive reception. Target spokesperson Kristy Welker comments, “We’re thrilled that Caroline’s Cart has made shopping easier for guests and we appreciate that our guests share photos of their shopping experience on their social channels. We’ll continue to put our guests at the center of everything we do to improve the shopping experience.”

How and Why Did Target Adopt These Carts?

Welker explains, “a former Target team member with a special needs child informed Target’s Store Operations team about Caroline’s Cart”. So, it was actually word of mouth that first stimulated Target’s interest in Drew Ann Long’s invention. Welker continues, “Additionally, some guests had notified our Guest Relations team about the carts. These suggestions prompted us to explore adding Caroline’s Carts to Target stores to positively impact guests’ shopping experience.”

The initial test drive, which took place in February 2015, was an immediate success. Welker shared that “after receiving positive guest reaction, we decided to add the carts to nearly all Target stores by March 19, 2016.” Each of the 1,780 Target stores has at least one Caroline’s Cart available. More can be added as individual stores anticipate customer needs.”

Development of the Cart

Drew Ann Long, developer and inventor of Caroline’s Carts, is the stay-at-home mother of Caroline, her special needs daughter, A resident of Alabaster, Alabama, Long first realized the need for these carts eight years ago when Caroline turned seven and as Long says, “was becoming too large for supermarket carts.”. What Long foresaw was not pleasant for her or her daughter: She says, “Imagine not being able to take your child to the grocery store.” Rather than surrender that basic yet meaningful activity, Long decided to make the world better for her family and for families like hers. Now imagine something that will allow you to continue to take your child with you. Such experiences, shopping at the grocery, in stores like Target, give families a sense of normalcy, they allow a family that has a child with a mobility disability or someone who has a family member with Alzheimer’s or even Autism to have the same typical shopping experience as that of their neighbors.”

Long notes that the first cart shipment, delivered to a local mom and pop grocery store, came on October 9, 2012 – Caroline’s birthday. The initial enthusiastic feedback from the store owners proved that Caroline’s Carts were an effective, pragmatic answer to a widespread challenge. Buoyed by this success, Long approached Technibilt, one of the nation’s largest grocery cart manufacturers.

Technibilt spokesperson Alice Little recalls that, “once Drew Ann Long met with us, she knew she wanted to partner with us and there was no stopping her. She had the vision and her presence in this project has been huge from the beginning until the present! Drew Ann helped to convince us that the need was there and that once the product was available that families with special needs older children and adults would jump in with both feet. Once the carts were tested and the first carts showed up in the stores, these families sitting quietly with their need came out of the woodwork.”

To generate interest in Caroline’s Cart throughout communities and around the country, Long met with local disability organizations while Technibilt spread the word among its client list. In fact, as Little notes, “Several groups have contacted us to endorse the cart. The largest group was Easter Seals. We were the very first product to bear the Easter Seal Logo. Caroline’s Carts also received the da Vinci Awards®, a prestigious, international forum celebrating the most innovative developments and research in all fields of assistive and adaptive technology.

Seeking to expand the carts’ availability, Technibilt has reached out to every major retailer in the U.S. and Canada as well as many smaller chains and local business operations. Little explains that while the manufacturer has “received a wonderful response to the product, Technibilt sales is not the hero in this story. The real heroes are all of the families who, once they heard about the product and saw it in use, contacted their own local stores and asked. ‘Can we get a Caroline’s Cart in our store?’ The key is that it is their store, where they shop… they will be faithful shoppers in their stores! They got the word out in their hometowns as well as on their social media accounts.”

The Cart’s Success

According to Technibilt, the company receives “100’s” of emails per day from cart users… they are wonderful emails… they tell their story to us and how the cart has changed their lives. We love these emails and answer every single one of them!”

Target’s Welker says that company has experienced the same enthusiastic gratitude. “The feedback that we’ve been hearing is overwhelmingly positive. Guests appreciate the ease that the carts offer.”

Getting Carts into More Stores

The ultimate goal of any business is economic viability. Technibilt’s Little says, “We knew Caroline’s Cart would sell. We knew if we built it and enlisted Drew Ann Long to help us market the cart, it would be a success, that  Caroline’s Cart was going to be an award winning product.” She points out that the carts are also helpful for people with family members who other conditions that do not allow them to simply walk alongside another shopper and who also cannot operate the motorized carts.

Caroline’s Carts can be found in every state except Hawaii  at Kroger, Publix, Hannaford, Food Lion, Whole Foods, Wegman’s and more. Having already expanded to Canada, Technibilt anticipates also debuting the product in Germany, Russia, Egypt, Spain, the United Kingdom and Australia. www.carolinescart.com offers a list of store locations where the carts are currently available. With the excitement of this product expansion, it is important to note that not all companies who provide the carts have them in all of their stores.

Some grocery stores still do not carry the carts at all. Long encourages families to speak up: “If you do not see a cart in a store, ask about it. If the store has a fun cart (shaped like a truck or car for children to use), or an electric scooter, you can point out to the manager that Caroline’s Carts are for those who cannot drive the scooters. If they have made one kind of provision, then they should be willing to provide an equal opportunity shopping experience to the underserved market of families with persons with a disability who are still out there.”

The Cart’s Facebook page is a great place to follow the progress of this dynamic invention as it continues to impact the world of inclusion. This page is also be a resource for families seeking to build advocacy networks, encouraging an even wider range of stores to make the Cart available.

Target’s collaboration with Technibilt marks significant progress in the work toward full inclusion. As part of its overall commitment to providing a positive shopping experience for all of its guests, Target has created a high visibility opportunity for families to participate more fully in the everyday tasks that make their lives work. As Target reminds us, however, the real heroes in this story are the everyday consumers, like Drew Ann and Caroline. Not only the Carts, but also the people who are out and about using them, hint at an exciting new normal for all of us.